Brand Tone

warm, personal, and sophisticatedly simple. It feels like a conversation with a trusted friend, emphasizing sensory experience with descriptive, evocative language. The tagline "smell WILLA good" adds a lighthearted touch.

Brand Values

• •Quality and Craftsmanship
• •Health and Safety
• •Eco-Consciousness
• •Local and Personal
• •Modern Aesthetics

Best Practices

• •Always Tell the Story: Weave the brand's origin story into your marketing. Remind customers that "Willa and Jean" are real people and that every candle is part of a personal passion project. This builds authenticity and connection.
• •Lead with "Clean and Safe": In every product description and ad, reiterate the core values of non-toxic, phthalate-free, and all-natural soy wax. This is a key differentiator and a primary reason customers choose the brand.
• •Use Warm and Evocative Language: Focus on how the candles make you feel. Use words like "cozy," "warmth," "joy," "memories," "elevate," and "transform." Appeal to the senses beyond just smell.
• •Maintain a Polished but Personal Tone: Write like a person, not a corporation. Use contractions (e.g., "it's," "you'll") and the playful "smell WILLA good" tagline where appropriate. Keep the visual branding clean and modern to match the sophisticated aesthetic.
• •Highlight the "Handmade in Oregon" Aspect: Emphasize the local, small-batch nature of your products. This appeals to customers who want to support small businesses and value American-made craftsmanship. It also adds to the story of quality and care.

Social Perception

Overwhelmingly positive, with customers frequently praising scent quality, clean burn (non-toxic), supporting a local woman-owned business (often mentioning founder Stacy by name), and the candles' aesthetic appeal for gifting. There is a strong personal connection to the product and founder, with no significant negative feedback.

Copy Examples

• •Transform everyday moments. Our hand-poured soy candles are designed to fill your space with more than just beautiful fragrance—they bring warmth, comfort, and a sense of calm. Crafted in small batches with non-toxic ingredients, because your home deserves nothing less. #WillaAndJean #HandmadeCandles #CozyHome
• •Evoke the feeling of a favorite reading chair and a well-loved book. Our Santal & Leather candle is a sophisticated blend of rich, earthy sandalwood and warm, aged leather. Each candle is meticulously hand-poured in our Oregon studio using 100% natural soy wax, ensuring a clean, beautiful burn from start to finish. It’s not just a candle; it’s an experience.
• •A Gift For Them (Or Maybe Just You?)
• •Finally, A Candle That Smells As Good As It Looks. ✨
• •Small Batches, Big Scents. Discover Hand-Poured Soy Candles, Made with Love in Lake Oswego.